Communicating the Journey: Promotion and Integrated Marketing Communication (IMC)

Learning Outcomes

This chapter takes us into the world of promotion and integrated marketing communication (IMC), exploring how organizations can create cohesive and impactful marketing messages across diverse touchpoints.

This chapter examines the key components of the promotion mix, including advertising, public relations, personal selling, sales promotion, direct marketing, and digital marketing. We will investigate how these elements work together to form a comprehensive IMC strategy, enabling organizations to deliver consistent and persuasive messages to their target markets.

Through real-world examples and case studies from sectors such as tourism and hospitality, we will explore the intricacies of developing effective IMC campaigns, considering factors such as product type, buyer readiness, and product life cycle stages. We will also discuss the role of customer relationship management (CRM) systems in supporting IMC efforts and enhancing personalized marketing approaches.

After reading this chapter, you should be able to:

  • Define integrated marketing communication (IMC) and explain its importance in delivering a consistent brand message.
  • Identify and describe the components of the promotion mix and their roles in marketing strategies.
  • Understand the stages of the communication process and how they apply to marketing efforts.
  • Analyze how tools like the touch point wheel enhance customer engagement across pre-purchase, purchase, and post-purchase stages.
  • Evaluate real-world examples of IMC strategies in the tourism, hospitality, recreation, and services sectors.
  • Develop an effective IMC strategy by selecting appropriate promotional tools and aligning them with organizational objectives.

Opening Thoughts

Opening Case: Taylor Swift’s Eras Tour – A Marketing Communication Symphony[1][2][3]

Photo of Taylor Swift singing on stage wearing a blue sequined outfit.
Figure 1 Taylor Swift Eras Tour (Ronald Woan/Flickr) CC BY-SA 2.0

Imagine a concert tour so successful that it crashes ticketing systems, sparks city-wide celebrations, and generates billions in revenue. Taylor Swift’s Eras Tour is more than a musical event — it is a masterclass in marketing communications. By blending storytelling, nostalgia, and cutting-edge strategies, Swift and her team have created an immersive experience that captivates fans and sets new standards for customer engagement.

From cryptic social media clues to elaborate stage designs, every element of the tour reflects a seamless integration of marketing tools. Swift’s ability to connect personally with fans — through surprise songs, tailored messages, and exclusive events — demonstrates the power of personalized communication. Her use of platforms like TikTok and Instagram amplifies the excitement, turning fans into brand ambassadors who spread the word far and wide.

This case exemplifies the principles of integrated marketing communication (IMC) explored in this chapter. Just as Swift harmonizes her music with visual storytelling and meaningful fan interactions, organizations can develop cohesive promotional strategies that resonate deeply with their audiences. By exploring IMC concepts such as the promotion mix, communication process, and customer touchpoints, you will learn how campaigns that leave an enduring impression are created — just like Taylor Swift’s groundbreaking Eras Tour.

The last show of the two-year long Eras Tour took place in Vancouver on Sunday December 8, 2024. The following video reviews the end of the first year of this tour

“How Taylor Swift Created an Economic Juggernaut With Her Eras Tour” [6:15 min] by PBS NewsHour[4]

We will revisit this case at the end of this chapter…

Chapter Topics

Media Attributions

  1. Taylor, J. (2024, December 12). Johnson – Taylor Swift’s Eras Tour was all about effectively marketing a story. Armchair Mayor.ca. https://armchairmayor.ca/2024/12/12/johnson-taylor-swifts-eras-tour-was-all-about-effectively-marketing-a-story/ ↵
  2. Rodarte, G. (2024, September 4). Mastering customer loyalty: Taylor swift’s playbook for CX success. CMSWIRE. https://www.cmswire.com/customer-experience/mastering-customer-loyalty-taylor-swifts-playbook-for-cx-success/ ↵
  3. Assaly, R. (2024, December 12). Taylor Swift’s Eras Tour is officially over. Here are 10 highlights from the record-shattering megatour. Toronto Star https://www.thestar.com/entertainment/taylor-swifts-eras-tour-is-officially-over-here-are-10-highlights-from-the-record-shattering/article_02d3ab54-b65a-11ef-825b-6ba097ae1f65.html ↵
  4. PBS NewsHour. (2023, August 10). How Taylor Swift created an economic juggernaut with her Eras Tour [Video]. YouTube. https://youtu.be/rZJgedd2Fk4?si=1pamjQVdrv22LmLd ↵

License

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The Marketing Map Copyright © 2024 by Lian Dumouchel, Thompson Rivers University Open Press is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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